Research On The Intervention Of Brand Building In Social Work Service Institutions

Under the trend of economic development and government function transformation in China,social work service institutions(hereinafter referred to as "social work institutions")enter the stage of rapid development.The existence of social work institutions can effectively prevent and solve various contradictions and problems in social development,and play an important role in promoting the transformation of government functions and innovation of social governance.At present,the scale of social workers is expanding,and there are also problems such as service homogeneity,lack of experience in organization and management,and excessive dependence on government,which leads to the limitation of social work institutions’ function in society.Therefore,it is very important to consolidate its own foundation,strengthen professional services and influence,build competitive advantages,and promote the professional and brand development of institutions.This study takes Suzhou Y institution as an example,through participant observation,unstructured interview,case study and other methods,from the perspective of brand building,analyzes and explores the process,current situation,problems,causes and intervention strategies of Y institution brand building.Firstly,on the basis of the existing research,this paper defines the social work institutions and the brand building of social work institutions in this study;through participant observation and unstructured interviews,it shows the process and current situation of the brand building of Y institution,and summarizes the problems from the aspects of brand strategy,brand positioning,brand composition,brand management and brand communication.On the basis of the analysis of the causes,combined with the perspective of group dynamics and advantage,the corresponding intervention strategies are formulated and implemented,in order to find the feasibility and effectiveness of strategy implementation.Then through participant observation and interview method,the problems and constraints of Y institution brand construction are analyzed in detail.Then,guided by the problem,using the theory of group dynamics and advantage perspective to carry out the specific intervention,actively seek the strategic countermeasures to promote the Y institutions to participate in brand building,through the process and effectiveness evaluation after the implementation of the program,to review the feasibility and effectiveness of this intervention program.It is found that there are some problems in the brand construction of Y institution,such as insufficient brand cognition,low visual recognition and low brand awareness rate.These problems affect its team cohesion,credibility,resource acquisition ability and professional service ability.The reason lies in three aspects: micro,medium and macro.The micro level includes the lack of institutional brand investment,professional talents and external publicity;the meso level includes the weak industry brand atmosphere and the lack of professional training in Colleges and universities;the macro level includes the limitations of traditional concepts and the lack of legal protection.Combined with the five aspects of brand building,we should carry out brand propaganda,brand training,link professional human resources,host events and build communication platform to improve its brand building ability.The author found that through the intervention of five levels,we can enhance brand awareness,cultivate operation talents,establish the image of the organization,improve the awareness rate,effectively promote the cohesion of the organization team,social credibility,resource linking ability and cooperation ability,and promote the healthy and sustainable development of the organization.